The creative industry is undergoing a period of rapid transition. AI, agency consolidation, and new business models that require different skills, are changing how content and campaigns are designed, produced, and delivered.
For marketeers and communicators who dream big and want to make an impact— this moment raises an important question: what becomes possible when AI is added to the equation, and what potential risks do I need to be concerned about?
For boutique agencies like Infinity Communications, these changes will also be instrumental to our future (and how we are positioned against the larger network agencies).

Creativity without the old price tag

Impactful, creative, and Cannes award-winning campaigns have often been associated with big brands and substantial production costs: location shoots, large crews, and complex post-production processes. But that is beginning to change.

Today, technology makes it possible to produce slick campaigns without necessarily having full production teams or on-site photoshoots. Animations, motion graphics, illustrative storytelling, and short-form brand films or images are becoming and will increasingly be accessible to organisations of all sizes. This includes those with modest budgets such not-for-profits and SMEs — heralding what we could call an era of democratisation in the industry.

We can’t ignore the challenges

But lower cost barriers to production come with their own challenges.

A legitimate concern is that AI-created content erodes trust, as highlighted by the criticism of SBB’s seasonal GA travelcard advertising and the recent festive Coca-Cola campaign — and, in contrast, praise for Apple’s campaign created without AI, using handmade puppets and recorded on the iPhone 17 Pro.

Audiences are not yet fully bought into AI-generated campaigns or content; some feel the wool is being pulled over their eyes, or that such campaigns are soulless. AI-written content is often described as robotic and bland, and sometimes too perfect or even painful to read – I get that.

But the recent criticism seems to be disproportionally targeted at big brands which are apparently saving tens or hundreds of thousands of dollars, while laying off staff and potentially reducing the need for photographers, producers, and even creatives.

On the other hand, Migros made a smart move when an apparent AI-caused error — a five-legged reindeer on a chocolate box — was turned into an “AI hallucination.” In the end, the brand’s reputation was salvaged, perhaps even enhanced, thanks to a quick PR turnaround and a sense of humour… the box quickly became a cult object.

I personally believe that we will all come around to AI in the creative industry eventually. But it should be used in smart ways that build genuine connection or be combined with some form of craftsmanship. Using AI to enhance human creativity, rather than replacing it feels like the right path forward – and one the broader public is more likely to accept.

Agencies as brand custodians

New tools can accelerate and support the process, but as the examples above show, they cannot (yet, if ever) replace human understanding, judgment, creativity, or strategic thinking — even if they can be impressive at times.

As a consultancy working across the health sector, our view is that agencies now have an even more vital role in safeguarding reputation and brand equity. That means, for example:

• Helping brands use powerful storytelling to create the emotional connection people seek in today’s world
• Bringing an understanding of broader socio-cultural environments and sensitivities that brands must pay attention to
• Using audience insights to develop campaigns that challenge assumptions, are highly relatable or genuinely surprise the viewer
• Assessing the benefits and risks of using emerging AI tools across communications, particularly in relation to reputation

Those who will stand out are not simply the ones who adopt technology fastest, but those who use it in service of a strong, insight-driven brand foundation. Technology, after all, is a means to an end.

Technology levelling the playing field

For all organisations, this moment represents a real opportunity.

But it’s especially true for smaller actors who, with the right support, can compete much more effectively for share of voice. And, where technology is used for the greater good – for example, to advance health and environmental causes, there is going to be more support.

For similar reasons, I also believe that 2026 is the year of the boutique agency — independent healthcare consultancies like ours will increasingly have better AI tools to deliver on projects that once required the size and scale of big network agencies and will play an even more strategic advisory role to their clients.

If you’d like to learn more about how Infinity Communications is supporting health-focused organisations with creative communications during this time of immense change, or if you’d like to exchange views on any of these topics, we would be delighted to hear from you.

By Sarbjit Kunar, Managing Director, Infinity communications